Chapter 14 – Integrated Services Marketing Communications

Gap 4
Communications Gap
-Service Delivery
-External Communications to Customers
Gap 4 (Communication): Key Factors Leading to Provider Gap 4
(5)
-Lack of integrated services marketing communications
-Ineffective management of customer expectations
-Overpromising
-Inadequate horizontal communications
-Inappropriate pricing
(inappropriate pricing not discussed in this chapter)
Gap 4 (Communication): Key Factors Leading to Provider Gap 4: Integrated Services Marketing Communications
(3 Factors)
-Tendency to view each external communication as independent
-Not including interactive marketing in communication plan
-Absence of strong internal marketing program
Gap 4 (Communication): Key Factors Leading to Provider Gap 4: Ineffective Management of Customer Expectations and Overpromising
(3 Factors)
-Not managing customer expectation through all forms of communication
-Not adequately educating customers
-Overpromising in advertising, personal selling, or through physical evidence cues
Gap 4 (Communication): Key Factors Leading to Provider Gap 4: Inadequate Horizontal Communications
(2 Factors)
-Insufficient communication between sales and operations or between advertising and operations
-Differences in policies and procedures across branches or units
Gap 4 (Communication): Communications and the Services Marketing Triangle
(Image 1)
Gap 4 (Communication): Promoting Services Triangle
(Image 2)
Gap 4 (Communication): Promoting Services: Address Service Intangibility by…
(5)
-Using Narrative to Demonstrate Service Experience
-Present Vivid Information
-Focus on Tangibles
-Feature Service Employees/Customers
-Encourage WOM
Gap 4 (Communication): Promoting Services: Manage Service Promises by…
(2)
-Create a Strong Service Brand
-Coordinate External and Internal Communication
Gap 4 (Communication): Promoting Services: Manage Service Promises: Create a Strong Service Brand: Service Branding Model
(Image 3)
Gap 4 (Communication): Promoting Services: Manage Service Promises: Create a Strong Service Brand: Cultivate Brand Equity by…
(4)
-Daring to be Different
-Determining your own Fame
-Make an Emotional Connection
-Internalize the Brand
Gap 4 (Communication): Promoting Services: Manage Service Promises: Create a Strong Service Brand: Service Branding is all about the ________ __________
Customer Experience
Gap 4 (Communication): Promoting Services: Manage Service Promises: Coordinate External and Internal Communication: Managing Customer Expectations
(5)
-Make Realistic Promises
-Offer Service Guarantees
-Offer Choices
-Create Tiered-Value Service Offerings
-Communicate the Criteria and Levels of Service Effectiveness
Gap 4 (Communication): Promoting Services: Manage Service Promises: Coordinate External and Internal Communication: Manage Customer Education
(4)
-Prepare customers for the service process
-Confirm performance to standards and expectations
-Clarify expectations after the sale
-Teach customers to avoid peak demand periods and seek slow demand periods
Gap 4 (Communication): Promoting Services: Manage Service Promises: Coordinate External and Internal Communication: Manage Internal Marketing Communication
(4)
-Create effective vertical, upwards, and horizontal communications
-Sell the brand inside the company
-Align back-office support personnel with external customer
-Create cross-functional teams
Gap 4 (Communication): Promoting Services: Manage Service Promises: Coordinate External and Internal Communication: Create an Advertisement
(5)
-Use narrative to demonstrate service experience
-Present vivid information
-Focus on tangibles
-Feature service employees/customers
-Encourage WOM
*Each ad should also make some sort of promise